JetBlue, founded in 1998, hasn't turned 20 yet, but that doesn't mean they can't go retro. Jamie Perry, JetBlue's Vice-President of marketing asserts that the airline is the coolest in the world. But it missed out on being the coolest in the golden age of air travel: the 1960s. But the company was not going to let a timeline cramp their style. And while they don't offer time travel, their recent multi-pronged marketing campaign melded the airline's cool image, which in the past has always been rooted in the idea that they offer new and innovative services in the airline industry, and rooted that innovative spirit firmly in the illustrious history of air travel. The airline built a custom "RetroJet" to be put into service for the new winter direct route between the airline's hub, New York JFK's Terminal 5 and Palm Springs. The California desert town, with its distinctive mid-twentieth century architecture and old Hollywood glamour history was the perfect destination with which to create a celebration of the golden age of air travel. The marketing team put a great deal of energy into getting every detail perfect for the RetroJet, titled "What's Old Is Blue Again." From the typography to the color scheme every aspect was perfectly planned to bring back the best of what the 60's offered.
To kick off the inaugural flight of the RetroJet and the JFK-Palm Springs direct route, JetBlue held multiple events, beginning with a two-day pop-up shop this past November in SoHo. While not near an airport, the SoHo location was perfect for JetBlue which has been working to position itself as "New York's Hometown Airline ®." Fittingly called, The Time Travel Agency, created an experience for the over 600 visitors which reset every hour. The shop offered giveaways, including giving visitors the opportunity to purchase tickets at 1960s prices. To spread the word about the event, three current JetBlue crew members, wearing distinctive 1960s hairstyles and makeup handed out fliers.
Meanwhile, in Terminal 5, when the RetroJet took off on its first flight on November 11, JetBlue hosted a fashion show at the gate. Models displayed clothing by popular Palm Springs designer, Trina Turk, as well as current JetBlue crew wearing specially designed retro uniforms that were based on TWA's. Currently located in that defunct airline's main location, by tying its own image to the storied airline, JetBlue was sealing the connection with the 1960s era of stylish air travel.
The event was taken cross country when customers aboard the inaugural flight were treated to an amenity kit filled with goodies such as postcards and playing cards that perfectly matched the retro style. Upon landing in Palm Springs, the crew, dressed in the retro uniforms and passengers were greeted by model Fabio and a reception.
York JFK's Terminal 5 and Palm Springs. The California desert town, with its distinctive mid-twentieth century architecture and old Hollywood glamour history was the perfect destination with which to create a celebration of the golden age of air travel. The marketing team put a great deal of energy into getting every detail perfect for the RetroJet, titled "What's Old Is Blue Again." From the typography to the color scheme every aspect was perfectly planned to bring back the best of what the 60's offered.
To kick off the inaugural flight of the RetroJet and the JFK-Palm Springs direct route, JetBlue held multiple events, beginning with a two-day pop-up shop this past November in SoHo. While not near an airport, the SoHo location was perfect for JetBlue which has been working to position itself as "New York's Hometown Airline ®." Fittingly called, The Time Travel Agency, created an experience for the over 600 visitors which reset every hour. The shop offered giveaways, including giving visitors the opportunity to purchase tickets at 1960s prices. To spread the word about the event, three current JetBlue crew members, wearing distinctive 1960s hairstyles and makeup handed out fliers.
Meanwhile, in Terminal 5, when the RetroJet took off on its first flight on November 11, JetBlue hosted a fashion show at the gate. Models displayed clothing by popular Palm Springs designer, Trina Turk, as well as current JetBlue crew wearing specially designed retro uniforms that were based on TWA's. Currently located in that defunct airline's main location, by tying its own image to the storied airline, JetBlue was sealing the connection with the 1960s era of stylish air travel.
The event was taken cross country when customers aboard the inaugural flight were treated to an amenity kit filled with goodies such as postcards and playing cards that perfectly matched the retro style. Upon landing in Palm Springs, the crew, dressed in the retro uniforms and passengers were greeted by model Fabio and a reception.
